Mix Things Up: Redesigning Your Business Logo

You may be an aspiring and influential entrepreneur running a successful small business for few years. But business dynamics and consumer preferences change over time, so business owners need to adapt to the changes to sustain and survive.

You may have certain business goals which you may be unable to achieve. There may be dozens of reasons behind it, and it can take time to figure out each factor.

Marketing trends keep on changing, and a strategy that may have been brilliant a decade ago may not be feasible today. In recent times rapid advancements in digital technology has influenced nearly every aspect of life, from personal to professional.

Many business companies may have the best product or service to offer but not be able to make inroads in the market. It can be inappropriate advertising, something not right about the logo, or something amiss with the product packaging.

Your brand’s success is directly linked with the logo design. The first thing customers know about a company is its logo, so it needs to stand out. Logo redesign does not always mean starting from scratch and ‘logo refresh’ is like an update to make the logo integrate modern trends. A logo refresh can be anything from changing colors, adding a tagline or tweaking the typeface.

On the contrary, a ‘logo redesign’ is like a semi or complete overhaul of the brand’s existing logo. A logo redesign may include everything from changing the shapes, typography, lines, and colors.

4 Simple Steps Of Logo Redesigning

Some of the main steps that you need to take for a logo redesign are

Step 1: Keeping Up with the Trends

In fashion, one trend becomes popular for some time and then is replaced with something new. Similarly, people may not feel connected with the brand and its logo. You can think of a few tweaks or a completely new logo design. The final decision depends on how old the logo is and its acceptance among the target audience.

The two basic elements that are the focus of most logo redesign are ‘color’ and ‘font type’. Most business owners think to follow what the competitor is doing, and in the process, the brand loses its own identity. One to needs to get an idea and explore the options to make it an idea into a stunning logo design.

The first step is to analyze the existing logo and see where it is lacking and redefine it. In most cases, few modifications are more than enough. Also, established brands have the luxury to perform logo redesign, and even most stick to the original logo with minor adjustments. For example, Pepsi did a logo redesign in 2009 and paid Arnell Group $1 million for it.

Also, apart from Pepsi, there are very rare case studies of a multinational brand going for a logo redesign. Brands do tend to play with colors and font type, but that’s about it. A small or startup brand has a limited budget and also has to first establish itself among potential customers. However, custom logo design tool can make it easy for you.

Step 2: Keeping it Simple

The second step is to avoid any more experiments and keeping logo simple and effective. Many business owners tend to go for an outrageous logo redesign which has 50/50 chances of success.

The crucial thing to consider is that the logo needs to reflect the identity and values of the brand in an effective manner. Before jumping on the logo redesign, as the business owner, you need to review your branding strategy. You may have to research again and identify

• If the needs and preferences of the target audience have changed over time or not
• The possibility of expansion and launching new products and services
• Did an amateur free-lance designer came up with the design or a logo design agency

Most small business owners have a limited marketing budget. However, when the future of the company is at stake, they are willing to spend extra bucks. If you have some artistic skill, even you can design and develop a logo on your own. A custom logo maker makes it easy for even a novice to design an alluring logo. You first have to make a rough sketch which you can translate on the logo maker.

The trick if you are logo redesigning on your own or asking a logo designer is to keep it simple and avoid funky style and extravagant typeface that does not match with the brand identity. Even if you analyze all the top brands, the logos will be simple but yet effective. A logo redesign should be recognizable and memorable.

Step 3: Ensure Logo Redesign is Purposeful

Gone are the days when the logo was only needed to be displayed on the storefront, or television commercials or newspaper ads. The advent of digital technology has made it essential for companies to redesign a logo conducive to the ongoing digital formats that include a website, social media page, email template, and smartphone applications. There are many affordable online logo design tool that can help to come up with a formidable logo redesign.

The logo needs to be flexible, consistent, and scalable. One of the most important things to consider is knowing about color psychology, as colors have a particular impact on people. Usually, it is better to follow the industry standard when it comes to color choice. For example, clothing brands prefer to associate the brand with bright colors that signify energy and enthusiasm.

Apart from color, the second factor is a typeface, and today there is a wide range of various typefaces. Most brands have the name as a logo, while some use lines or shapes and color for the logo. As a business owner, you need to pick the best one that can fascinate potential consumers and compel them to know more about the brand and make a purchasing decision.

Step 4: Advertise

The more you advertise the logo redesign, the more people will know about it. Advertising campaigns are necessary not only for startups or the launch of any new offering but also for a logo redesign. Some people may place the brand name with another logo, so you need to let the target audience know about the logo redesign.

In the few years, your company may have developed relationships with customers and clients, and they must know about the logo redesign. You can start from scratch and rename the company, which calls for a total rebrand, but it can be quite costly.

Most brands nowadays even celebrate logo redesign and rebranding. Apart from advertising, you need to update the logo redesign on the website and across all social media pages.

Closing Thoughts

Suppose your business is not where it is supposed to be, then a ‘logo redesign’ can pave the way for a change of fortune. A logo redesign is like a second chance for your brand to turn things around. All aspects of the redesign matter as you need to ensure that brand value is reflected and consumers are motivated to make a purchasing decision.

You may opt for a logo redesign, but you need to ensure that the brand identity is distinctive and remains the same. There are so many options in this competitive age that business owners need to be entirely sure about their choices and try to start a trend instead of following it.